ITV

Tag: Ankit Kapoor

  • Slurrp Farm and KLAY cook up a tasty lesson in nutrition for preschoolers

    Slurrp Farm and KLAY cook up a tasty lesson in nutrition for preschoolers

    MUMBAI: In a move set to shape the eating habits of India’s youngest minds, millet-based food brand Slurrp Farm has teamed up with early education giant KLAY for a first-of-its-kind initiative to blend food literacy into everyday preschool life.

    With research showing that over 90 per cent of brain development happens before age five, the duo is tapping into this critical window — not just to build cognitive skills but to seed lifelong healthy eating behaviours.

    Instead of heavy-handed lectures or guilt-ridden lunchbox policing, the collaboration uses play-based formats like stories, routines and sensory play to make children feel at home with good food. Think classroom prompts, singalong storybooks like Kiki and Her Singing, Dancing Food, and interactive nudges designed to make carrots and millet pancakes the new superheroes at snack time.

    KLAY brings scale and trust as one of India’s largest preschool and daycare networks, while Slurrp Farm brings its zero-junk, clean-label food ethos to the table. Together, they’re hoping to spark joyful, pressure-free conversations about nutrition — long before unhealthy habits take root.

    Commenting on this partnership, Wholsum Foods CMO, Parent company of Slurrp Farm and Mille, Ankit Kapoor shared, “Our mission has always been to change the way families think about food, starting with children. Not through fear or restriction, but through familiarity, joy, and everyday habits that stick. This partnership with KLAY allows us to take that mission into a space that shapes how children learn, explore, and make sense of the world. If we want to build a healthier food culture, we have to begin where it actually begins — in classrooms, conversations, and the small routines that form the foundation of lifelong choices.”

    “At KLAY, our philosophy is centred around holistic development. This includes not just academic growth but also emotional wellbeing, physical health, and now – through this partnership – a conscious approach to food. We’re excited to see the ripple effects of this integration, from the classroom to the family dinner table.” said Klay Preschools and Daycare senior vice president – marketing, Shireen Sultana.

    By integrating food learning into the rhythms of early education, the programme hopes to flip the script on mealtime struggles, replacing “eat your veggies” with “let’s play with our food.”

  • Parle Agro launches ‘Dhishoom’

    Parle Agro launches ‘Dhishoom’

    Mumbai: Parle Agro, known for its innovative contributions to the Indian beverage industry, has launched Dhishoom, a jeera masala flavored carbonated drink, nationwide. With its availability across the country, Dhishoom establishes itself as the first national brand in this category.

    Dhishoom was originally launched in 2012 and was available in rural and small-towns markets. Recognizing the growing demand for jeera-based drinks in India, Parle Agro has now introduced Dhishoom across the country. With this move, Parle Agro aims to not only meet but also lead the expansion of this burgeoning category.

    Dhishoom brings consumers the authentic taste of a jeera drink. With the perfect blend of savory, tangy and citrusy flavours, expertly infused with the right mix of jeera masala and carbonation, Dhishoom delivers a taste that’s not just refreshing but also packs a punch. Its quirky eye-catchy packaging is hard to miss on the retail shelf. Available in two sizes – 125ml and 250ml, priced at Rs. 10 and Rs. 20 respectively, Dhishoom offers affordability without compromising on quality.

    Speaking on the launch, Parle Agro head of Marketing and International Business Ankit Kapoor said, “The pan India launch of Dhishoom marks our national foray into the masala soda segment with the aim to establish leadership in the fragmented jeera masala drink category. We will leverage our superior understanding of the consumer’s taste, design lead brand building capability and our distribution network to unlock this category.”

    The jeera masala drink category, encompassing both organized and unorganized segments, commands a substantial market size of approximately ₹700 crore. While regional players currently dominate pockets of the market, there exists a noticeable gap for a strong national brand to emerge and capture market share. Parle Agro aims to fill this gap by becoming the first nationwide brand in this segment.

    Speaking about the launch, Parle Agro managing director Nadia Chauhan added, “Nothing fuels our passion more than elevating categories to unimaginable heights. Dhishoom’s national launch shows our commitment to seizing market potential. Our mission is to position Dhishoom as the ultimate choice in the jeera masala drink category, cementing Parle Agro’s leadership in the category and the beverage industry as a whole.”

  • Alia Bhatt has ‘Too Much Fun’ sipping Frooti this summer

    Alia Bhatt has ‘Too Much Fun’ sipping Frooti this summer

    Mumbai: Parle Agro, the pioneering beverage giant, is set to make this summer “Too much Fun” once again with the launch of its latest campaign for their flagship brand, Frooti. Featuring brand ambassador, Alia Bhatt, the campaign aims to quench the thirst for fun amongst consumers, reinforcing the sweet tangy taste of Frooti as the ultimate trigger for fun.  At the heart of this campaign lies the notion that fun is for everyone and what better way to experience it than with the sweet tangy taste of Frooti.

    The campaign comprises of two playful ad films that beautifully narrate how Frooti seamlessly integrates fun into the lives of consumers. It revolves around the simple yet profound idea that each sip of Frooti is a moment of fun. In the first ad film aptly titled, ‘Too much fun’, Alia Bhatt is seen surrounded by adorable miniature friends from the Frooti world, all craving for a sip of the delightful beverage. The second film depicts Alia transforming a micro boredom moment of waiting on a call into a mischievous fun moment, triggered by a sip of Frooti. Through this TVC, the brand also highlights the tiffin-friendly size of the mini Rs. 5 Frooti pack with the tagline, “Choti Frooti, Bada Fun.”

    The Frooti campaign has been rolled out across various platforms, spanning TV, OTT, Digital and Outdoor. The TVCs have been launched with the start of the IPL. The brand intends to leverage the extensive reach and visibility generated by major events through this strategy.

    Commenting on the campaign, Parle Agro head of Marketing and head of International Business Ankit Kapoor said, “Frooti has always been an iconic brand that has added billions of moments of Fun amongst consumers across ages. It isn’t just a beverage; it’s a trigger for innocent mischief. Fun is not just an element of our campaign; it’s our driving force. With Frooti, we aim to continuously trigger moments of fun in the lives of our consumers. By leveraging Alia Bhatt’s infectious energy and charm, we’re confident that both the ad films will strike a chord with our audience and inspire them to have fun with every sip of fresh n juicy Frooti.”

    Speaking on the occasion, Parle Agro joint managing director Nadia Chauhan said, “In Parle Agro, we don’t just follow trends; we set them. As pioneers in the beverage industry, we’ve built a legacy of innovation and iconic brands, constantly raising the bar for quality and creativity. Our relentless pursuit of innovation, coupled with our penchant for risk-taking and industry disruption, fuels our passion for the ever-evolving beverage sector. With our summer campaign featuring Alia Bhatt enjoying Frooti, we’re not just promoting a product; we’re igniting a movement of joy and refreshment. This campaign symbolizes our confidence in Frooti’s potential and signifies a significant milestone in our journey of growth and success. Beyond achieving mere success, our aim is to redefine the beverage industry landscape, setting new standards for innovation and quality. Together, we’re not just shaping the future of beverages; we’re revolutionizing it, one delightful sip at a time.”

    With its irresistible mix of sweet and tangy flavour and freshness, the campaigns for Frooti capture the brand’s enduring love. As consumers across the India gear up for the mango season, Frooti stands ready to be the catalyst for moments of fun and boundless enjoyment.

  • Parle Agro Unveils SMOODH’s fun and wholesome new summer Ad campaign

    Parle Agro Unveils SMOODH’s fun and wholesome new summer Ad campaign

    Mumbai: India’s beverage giant, Parle Agro has launched its latest summer campaign for its disruptive dairy brand, Smoodh. Featuring, Varun Dhawan, the brand brings a wave of new offerings to the summer season. The new TVC, strongly encapsules the rich smoothness and sensory appeal of this delicious, flavourful beverage.

    Conceptualized by &Walsh, the brand film reaffirms Smoodh’s status as the smoothest flavoured milk brand on the market. Its creamy and delicious taste sets it apart as truly ‘dairy extraordinary’. The film uses a strong creative hook and a distinct visual look that will appeal to the younger audience. The unique and unforgettable tag line of “Oh so SMOODH” is bound to get registered in the minds of the audience with the quirky usage of the tag line by Varun Dhawan. The campaign also introduces a new fun character of a cow to the SMOODH world, to a serve as a spirited advocate for its nutritional benefits and delicious taste. She playfully emphasizes the brand’s tag line ‘Oh so SMOODH’ capturing the beverage’s texture and richness.

    The ad film aims to resonate with younger consumers in particular through vibrant visuals and engaging storytelling. The campaign emphasizes Smoodh’s unique proposition as a drink that combines indulgence with goodness, making it an ideal choice for families and individuals alike. This season, the brand has also introduced more options of two of its popular flavours – Chocolate Hazelnut and Toffee Caramel – in PET bottles priced at Rs. 20.

    Speaking on the new campaign, Ankit Kapoor, Head of Marketing & International Business at Parle Agro said. “Smoodh is a revolutionary product that has disrupted the dairy-based beverage industry with its distinctive visual identity, a price point that is hard to match and the goodness clubbed with delicious taste. With Varun Dhawan’s energetic and playful charm and the light-hearted authority of our new character, the Cow, the campaign is bound to accelerate the brand and firmly establish Parle Agro as serious Dairy player.”

    “In our journey of transformation and growth, we’ve embraced risks and driven innovation. The evolution of Smoodh into a prominent player within the dairy-based beverage industry has been exhilarating. With this campaign, we not only reaffirm our commitment to delivering quality products but also position ourselves for greater success in the dairy segment. It underscores our big strategy for the organization – to continuously innovate, diversify our product offerings, and stay ahead of the curve. We continue to forge meaningful connections with our audience and aspire to drive penetration of this category even further” said Parle Agro managing director Nadia Chauhan.

    The TVC went on air at the start of the IPL season and has been rolled out on national TV channels, OTT and digital platforms. The brand will also launch an aggressive outdoor strategy featuring large-format ads strategically placed in high traffic areas nationwide. The brand’s presence will also be amplified through prominent displays in leading modern trade and retail stores across key markets.

  • Parle Agro will Fizz up the celebrations this summer with new campaign from Appy Fizz

    Parle Agro will Fizz up the celebrations this summer with new campaign from Appy Fizz

    National, March 22, 2024:  Parle Agro amps up its iconic sparkling beverage, Appy Fizz with the launch of a high-energy 360-degree multimedia campaign. The latest ad offers a visually stunning experience, featuring brand ambassador, Kriti Sanon. The campaign highlights Gen-Z’s desire for an elevated experience in every moment, triggered by the pop of an Appy Fizz.

    The ad film revolves around the idea of elevating any moment into an extraordinary one, triggered by the crisp taste and fizz of Appy Fizz. Reflecting the brand’s philosophy of injecting excitement and vibrancy into its audience’s lives, the campaign resonates with today’s youth, who seek memorable experiences that are both aspirational and share-worthy on social media. The TVC brings this concept to life within the world of Appy Fizz, exuding attitude, aspiration and confidence. With peppy music, dynamic visuals, and a blend of English and Hindi lyrics, the ad captures the essence of the vibrant party, where Appy Fizz sets the energetic and electrifying tone for the festivities.

    The ‘Get Fizz’ tagline and the catchy phrase, “Party mein fizz jagade,” captures the essence of the brand’s promise to add life and energy to any moment, occasion or celebration offering a glimpse of what it is like to ‘Feel the Fizz’.

    Speaking on the new campaign Ankit Kapoor, Head of Marketing and International Business, Parle Agro, said, “I believe our brands have the power to make life enjoyable, fun and extraordinary. Gen-Z lives and breathes by the mantra of YOLO and Appy Fizz, with its crisp, sparkling taste and Fizz, will once again show how any moment can be extraordinary. The four-month long cricket season will also offer numerous such moments of enjoyment where the brand will have a natural role to play in elevating the spirit of T20 cricket celebrations. Resonating with the spirited Gen Z, for whom a dull moment is simply not an option, our goal is to create an experience that mirrors their zest for life, positioning Appy Fizz as the ultimate companion for elevating every moment”.

    In her statement, Nadia Chauhan, Joint Managing Director of Parle Agro, expressed the company’s ambitious vision for its brands and commitment to seizing the abundant opportunities present in the beverage industry. She emphasized Parle Agro’s proven track record of venturing beyond conventional boundaries, embracing innovation, and embracing disruptive ideas as integral to their growth strategy. This summer, their primary focus is on unleashing the full potential of their brands, with a special emphasis on Appy Fizz, renowned for its unique positioning and aspirational appeal. Chauhan expressed that their objective extends beyond mere product launches; they aspire to redefine the industry landscape, ushering in a new era of growth and disruption.

    The TVC will be launched with the start of the IPL season, along with a roll out on national TV channels and the digital medium. The brand will also implement an aggressive outdoor strategy as well as deploying in-store advertising at kirana stores to reach consumers at every touchpoint.

    Watch the new TVC for Appy Fizz in the link below: